Team NetApp-Endura Becomes Team Bora

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07/15/2014| 0 comments
by Mark Watson
German company BORA cooking systems will become main sponsor of a professional cycling team RoadCycling.com

Team NetApp-Endura Becomes Team Bora

Thanks to Bora, starting with the 2015 season, professional road cycling will feature a German team funded by a German main sponsor for the first time since 2010.

BORA, the German manufacturer of cooktops and cooktop extractor systems, will be the new title sponsor of the current Team NetApp – Endura, starting with the 2015 season. The professional road cycling team, owned by Ralph Denk pro cycling GmbH and led by General Manager Ralph Denk, is presently the only German professional cycling team. With the new sponsorship agreement. For the first time since 2010, there will again be a German professional team with a German main sponsor. BORA has committed itself for five years, which will ensure consistency and continuity, making it easier for the team to negotiate contracts with present and future riders.

"I am delighted to announce that with BORA we finally have a German company returning to professional cycling as a title sponsor. In BORA we have acquired a title sponsor that is entrepreneur-led, caracterized by healthy growth, commercially well-established and not afraid to compete with its innovations against the big companies. I can see clear parallels with our team. The commitment of BORA demonstrates that we have been on the right path for the last five years, Ralph Denk explained to RoadCycling.com.

"We are a healthy growing company. We now want to present our innovative products to a wider public and we want to support our export offensive. The naming rights in professional cycling is an ideal tool for this project. We have established our plan step-by-step in recent years, initially as a partner of the team and now including television advertising during cycling race coverage in many European countries. Now is exactly the right moment for us to become the title sponsor," BORA owner Willi Bruckbauer commented.

After having its name on the jersey of Team NetApp – Endura as a team partner since 2012, BORA will take over the first naming rights for the team starting on January 1, 2015. The contract runs for five years, until the end of 2019.

"First of all, we are happy to have secured the future of the team so early and for such a long period. With BORA, we intend to become further established as one of the best ProContinental teams, so that we can get into the new WorldTour in 2017. Only this will enable us to offer BORA the world's biggest races as a platform for its brand," Denk explained when asked to explain the team's corporate strategy.

Along with BORA as the first title sponsor, Ralph Denk pro cycling GmbH has reportedly already signed additional partnerships for the coming season. It will, therefore, be possible for the team to start signing riders and construct its team for the 2015 season immediately from the beginning of the transfer period on August 1.

"During the Tour de France, the riders should concentrate on their debut in the world's biggest cycling race. There is no time for contractual discussions now. We already extended some contracts before the Tour de France, others will follow afterwards and we will be recruiting new riders from August 1 on. I think we will be able to announce the first rider names

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